Social Commerce in Emerging Markets: A Narrative Literature Review of Determinants Influencing Consumer Purchase Intentions in the Restaurant Sector in Pakistan
Narrative review reveals key drivers of restaurant purchase intentions in emerging markets, indicating customer engagement and fear of missing out mediate social commerce success.
Key Points
Synthesize literature on the online, psychological, and environmental determinants that govern consumer purchase intentions in the restaurant and hospitality sector in emerging economies like Pakistan.
Conducted a narrative literature review integrating Trust Transfer Theory and Social Exchange Theory.
Synthesized evidence examining direct online variables, brand trust, source credibility, electronic word-of-mouth, and psychological moderators.
Customer engagement serves as the central mechanism converting baseline service metrics and electronic word-of-mouth into actual purchasing actions.
Fear of Missing Out (FoMO) functions as a significant non-linear moderator that lowers risk perception and accelerates peer-driven, spontaneous dining selections.
Corporate social visibility, verified review systems, and relationship platforms effectively reduce information asymmetry and bolster brand equity.